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Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition by Jim Aitchison

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10. The Cutting Edge Agenda

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What does it take to be a cutting edge print communicator? Certainly not comfort. Comfort equals oblivion.

Being in the right agency will help. As Dean Hanson recalls: “I started in a very bad agency, which was a very good thing. You can gain an appreciation. It’s healthy to be frustrated a little bit, as long as it doesn’t crush you. I know so many people in this business who are really good, but they’ve never been given a shot.”

Having great clients helps. “Love your clients to death” was chairman Michael Ball’s edict at The Ball Partnership. When you find clients who appreciate and approve of your work, treasure ...

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